upUgo SEO Hub

On Page SEO

On page SEO is specifically focused on the optimisation of individual pages to improve their search rankings for specific phrases. This is sometimes referred to as onsite SEO. Click on the links below to read our specific guidance on how to do on page SEO and what factors of technical website optimisation are involved. 

Click here if  you’re looking to learn more about off page SEO.

What is on page SEO?

On page SEO includes any actions taken in an attempt to improve a specific page’s overall optimisation, rankings and traffic. If you’re looking to optimise a website for on page SEO, you need to start thinking about the following areas:

Page optimisation

Here, we need to be thinking about all the factors that can be used to promote a specific page’s ranking. Initially, to do on page SEO well, you need to first understand what’s holding a site back from a technical perspective. To do this, you have a few choices. You can speak with an SEO agency and ask them to audit your site. Or, you can use an SEO software to do this work. People have differing opinions on which is the best way to go. We’d recommend analysing a website’s on page SEO using our website auditing tool for free. It will highlight all the specific issues that go against what search engines like Google classify as violations of their guidelines and provide you a priority list of what needs to be fixed. Getting this understanding is the first step to doing on page SEO well. 

Content and Keywords

Your website needs to contain content that is focused on the audience you’re trying to speak to. Whilst your content needs to be personal to your business, it’s also very important to analyse your website content through an SEO lens. 

Primarily, you have to understand what keywords are. Imagine you are looking to buy some new headphones. You have a coffee with your friend and they start showing you their new headphones. You think, ‘I’d like a pair of them!’ So, you finish your conversation with your friend (and your flat white) and you head home. When you get home, you can’t remember the brand of headphones that your friend recommended, so you open up Google and search ‘best headphones 2020’. 

whathifi.com is a comparison website that shows users reviews, ratings and specifications of approved headphones. When you search ‘best headphones 2020’, they come up as the first search result.

Take a look at the page content of the first search result it frequently references headphones and directly contains the words ‘best headphones 2020’, signalling that this web page  contains lots of information about the topic. 

That’s what keywords are. They are the specific phrases that you believe your target audience will be searching for. Any website looking to improve its SEO needs to focus on their keywords and content. Keywords need to be integrated correctly throughout a site and should be developed into a plan so that you can estimate potential traffic increases and visibility. 

Doing keyword research takes time and thought. Alongside keywords, the content that you use to integrate these keywords needs to be focused on your audience, unique and well written. To develop great website content you need to ensure you investigate keyword data and find the right keywords for your target audience. You need to write something new that brings something else to the table. You should think about the most effective ways to present your content to your audience, considering multimedia and layout. You need to ensure your content answers questions and you have to make sure you’ve covered the topic in enough depth. 

How can I improve my on page SEO?

On page SEO is a practice that has not changed much over the last 10 years of search engine optimization. Fundamentally on page SEO is normally a factor which can be directly influenced by either the owner of a website or an agency building a website. 

First, it is important to be clear that all websites should be built with SEO in mind, otherwise it is the equivalent of going to a garage and purchasing a car with no engine and no MOT. 

“All websites should be built with SEO in mind, otherwise it is the equivalent of going to a garage and purchasing a car with no engine and no MOT “

Luke Sartain – CEO – upUgo

A great place to start is to try and understand the audience from which you are trying to attract to your website. By trying to understand the intent behind someone visiting your website you should be able to craft a user experience and content journey which is relevant to your audience. 

Some of the most overlooked aspects of SEO is content, how it is formed and its importance. You can read more about SEO content writing here.

Some of the most important on page SEO factors

  • The depth of the content, for example; both in terms of volume of words and also the click-depth relating to how many relevant internal pages you have relating to a subject. Think Wikipedia for a great example. 
  • Is your content unique? Are you just copy and pasting content from another website or from somewhere else within your own website. This should be avoided as much as possible. 
  • Is your content easy to understand, user-friendly or do you have too many adverts and affiliate links?
  • Who is the author of your content? Are they an expert in the area which they are covering? Authorship links have a great value.
  • Does your content understand the users intent? You can analyse the intent of a key subject by utilising the keyword explorer tool within your GoRank account.

Technical on page SEO

Once you look past the common association of keywords, content and website ranking your attention should turn to the technical compliance of your website. Google has hundreds of onsite ranking factors which range from laborious repetitive tasks such as updating alt text, to highly complex tasks such as setting up fast and secure content delivery networks, DOM size in navigation and schema markup. 

The best place to start is with a technical website audit to analyse your core pages and understand where your issues are. Tackling these issues in bite-sized amounts is often the best way to proceed to not be overwhelmed by the volume of areas to fix at once. 

Consider technical onsite SEO the same as building or repairing the foundations to a building before adding an extension or converting the attic. 

We analyse thousands of websites, looking for technical errors that affect SEO. We’ve listed out the most common on page SEO errors we see with some guidance on best practice for dealing with them.